2013 2014 Destination Southwest Nova Media Plan

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2013 2014 Destination Southwest Nova Media Plan

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  • Introduction
  • 2013-2014 Business Plan. How?
  • 2013 2014 Destination Southwest Nova Media Plan

    1. 1. 2013-2014 Media PlanContact:mmacneil@dswna.com
    2. 2. Our Goal• A 1% Increase in Rooms Sold
    3. 3. The Challenging Marketplace• Declining visits to Nova Scotia• Transportation• Industry in Transition• Shifting Marketplace• Tourism as an Economic Driver
    4. 4. The Opportunity
    5. 5. The Opportunity• NSTA 5 year Strategy• Southwest Tourism Task Team• Leverage & Collaborate our Marketing efforts• Tourism accounts for 2% of all economicactivity in Nova Scotia• Website Growth
    6. 6. Our Focus
    7. 7. Our Focus• Showcasing the experience in acost effective way that delivers thetraveller to members virtualdoorstep• The Right Marketing Mix
    8. 8. The Right Marketing Mix
    9. 9. The Marketing Mix• Online• Inserts• Newspaper• Saltscapes• Billboards• Tradeshows• Travel Media & Concierge Programs
    10. 10. OUTDOOR ENTHUSIASTSTHE SOFT ADVENTURER-ONE WHO APPRECIATESLOCAL CULTURE & CUISINE AFTER A DAY SPENT HIKING,KAYAKING OR WHALE WATCHING.Target Markets
    11. 11. Marketing Opportunities
    12. 12. Marketing Opportunities• Online- focus on a mix of programs and networks with allimpressions geo targeted• Inserts-offer more creative flexibility for one or morepartners. We can finely target . Repurpose creative.• Newspapers-we have packages with New Brunswick (invarious combinations) and Nova Scotia the Chronicle Herald• Saltscapes Printed• Billboards-in partnership with members• Tradeshows• Travel Media & Concierge Programs
    13. 13. Online• Pre roll a tool to raise awareness- 15 second preroll video (video that runs before news of orentertainment video content)• Leaderboard special rates & packages• Big box special rates & packages• Geo-targeted to our target market in whateverratio is required by tactics and partners• Webcams-one of five top referral sites forDSWNA
    14. 14. Inserts• Offer creative flexibility• Targeted to households most receptive• Repurpose creative
    15. 15. Newspapers• Telegraph Journal Bundle• Chronicle Herald
    16. 16. Even More Marketing Opportunities• Saltscapes Printed• Billboards• Tradeshows• Travel Media & Concierge Training
    17. 17. Already in Market• Summerscapes 2013• Bay Ferries The Ultimate Bay of Fundy RoadTrip• Summer Vacation & Golf Guide• La Societé Acadien• Travel Media
    18. 18. Monica MacNeilmmacneil@dswna.com

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